On the whole, Facebook often lacks Twitter’s faster political edge. Yet as shown by the general election, it matters far more…

While Remain always lacked Twitter* followers, it carried the edge regarding Facebook likes – until today. With Guido’s daily campaign report showing the two campaigns being neck and neck yesterday, it would appear that Farage’s (or Cameron’s) performance last night was enough to push some as-yet-undecided Facebook users over the edge, lending Leave 4,500 extra followers overnight. Arron Banks fans screaming “split campaign” should remember Guido only started tracking likes after Vote Leave got the official designation…

What does this mean? Facebook offers politicos the opportunity to appeal directly to users with targeted messages from their page. Using the vast array of data stored on each Facebook profile – likes, location, events attended – these posts can be laser precise while not subject to the clamour of Twitter’s left-wing echo chamber. If that isn’t convincing enough, the Tories chose to spend £1 million more than Labour on Facebook alone in 2015. Twitter wins columnists, Facebook wins votes…